Selling Process to Skeptical Stakeholders

Think about the last time a company emailed you, asking to complete a customer satisfaction survey. You might have seen phrases like, "Help us serve you better," "We want your opinion," or "Your feedback matters to us."

Did you fill it out? Most people click through the star rating, skip the open questions, and close the tab. The problem is that these requests often feel like someone else's problem to solve.

Now, consider the last time you asked a stakeholder to share post-launch analytics, fill out a brief properly, or attend a kickoff meeting. They likely perceived those requests the same way: as something you need from them.

The Importance of Framing Your Requests

The way you frame a request significantly influences the response you receive. Creative leaders often frame their asks similarly to survey companies, focusing on what the information will do for their team.

"This will help us improve our process."

"Sharing your analytics helps us make better work."

"Attending the kickoff makes it easier for our team to scope the project."

While these statements are true, they fail to give stakeholders a compelling reason to say yes.

There's a common saying among doctors: “true, true, and unrelated.” It means, “yes, those symptoms are real, but they’re irrelevant to the diagnosis.” The same principle applies here: Your new process might accomplish all those things, but those improvements seem irrelevant to your stakeholders.

Understanding Stakeholder Perspectives

Stakeholders don’t ignore creative teams because they’re difficult. Most of them are simply busy, running a fast, often unconscious calculation: whose problem is this, and how urgent is it for me? When your ask is framed around what the creative team needs, that calculation often leads to a negative response.

But what happens when you flip the frame? When asking for post-launch data becomes an offer to connect creative work to metrics that the stakeholder's leadership is already monitoring, the dynamic shifts. Suddenly, you’re not asking for a favor; you’re offering something they genuinely care about.

The Challenge of Knowing Your Stakeholders

As with most advice from the outside, this is easier said than done. In practice, it requires a deep understanding of what your stakeholders actually care about, which can be more challenging than you might expect.

To achieve this, you need to:

1. Conduct structured research on the people you’re trying to influence.

2. Map that information to what you need from them.

3. Learn how to make the ask in their language.

   
   

Join Me at the Creative Operations Summit

I’ll cover all of this in my session, "Selling Process to Skeptical Stakeholders,” at the Henry Stewart Creative Operations Summit on June 16 in New York City. You’ll leave with a clear framework for overcoming the stakeholder resistance that keeps most process rollouts from sticking.

Don’t miss this opportunity! Register for the Henry Stewart Creative Operations Summit New York 2026 and use discount code JESSEKRINSKY100 for $100 off.

Conclusion

Understanding how to effectively communicate with stakeholders is crucial for creative leaders. By reframing your requests and focusing on what matters to your stakeholders, you can foster stronger relationships and ensure your creative initiatives gain the support they need.

Jesse Krinsky is the founder of *In Focus Consulting, where he helps in-house creative teams transition from reactive cost centers to strategic partners. He also hosts the Creative Ops Compass podcastcan help

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